A new initiative by Vogue Business, in collaboration with Launchmetrics, highlights rising stars reshaping global fashion and entertainment dynamics. While luxury brands readily embrace local talents, international figures often take longer to gain recognition. Thailand's burgeoning entertainment industry, known as the 'T-Wave,' has become a powerhouse for emerging talent, with significant growth surpassing projections.
This phenomenon showcases the importance of engaging with up-and-coming influencers from diverse regions, offering brands unique opportunities to connect with broader audiences. The Thai Wave exemplifies how regional entertainment sectors can influence global trends, particularly through genres like boys' love television series, which drive cultural and economic expansion.
Rising Stars Redefining International Influence
Vogue Business and Launchmetrics have introduced a bi-monthly feature titled "It-Kids," focusing on global talents making waves beyond traditional fashion hubs. These creators, primarily from regions outside the major fashion capitals, generate substantial impact through their distinctive styles and cultural resonance. By highlighting these emerging figures, the series bridges gaps between global markets and luxury brands seeking fresh voices.
Historically, luxury houses have been quicker to engage with nearby talent pools, such as those in the United States. However, recognizing global talents takes more time. The "It-Kids" series addresses this by presenting emerging influencers who are rapidly gaining prominence. For instance, last season's top influencer rankings included numerous K-pop stars alongside Thai and Filipino talents. This shift underscores the growing significance of cross-cultural collaborations in expanding brand reach and relevance. Brands that actively seek out and collaborate with these rising stars can tap into untapped markets and foster deeper connections with diverse audiences worldwide.
Thailand's Cultural Renaissance Fuels Global Expansion
Thailand's entertainment industry has surged dramatically over the past two years, positioning itself as a key player in global media. Known as the 'Thai Wave' or 'T-Wave,' this movement has exceeded expectations, with the industry reaching THB 690 billion ($21 billion) in 2024. This success is driven by rapid growth in film, television, and music sectors, attracting both domestic and international attention. GMMTV, a leading television production company and talent agency, plays a pivotal role in nurturing new stars, especially within the popular boys' love genre.
The boys' love television series, focusing on romantic relationships between male characters, have significantly contributed to Thailand's cultural influence. This genre alone is projected to exceed THB 4.9 billion ($149 million), reflecting an impressive year-on-year increase of 17%. Despite the prominence of established Thai stars like Blackpink's Lisa and actor Bright Vachirawit, there remains a wealth of emerging talent waiting to be discovered. According to Launchmetrics CMO Alison Bringé, senior brand executives may not yet fully recognize these rising celebrities and influencers. Engaging with them, however, presents invaluable opportunities for brands aiming to align with evolving cultural trends and expand their global presence effectively.